Melanie Greensmith

Melanie attended Churchlands Senior High School from 1977 to 1981. In 1987 she established her Wheels & Dollsbaby fashion label, quickly gaining a following locally and internationally, inspiring fans who loved her rock and roll and vintage-inspired aesthetic. Famous names known to wear the Wheels & Dollbaby label include Kate Moss, Gwen Stefani, Debbie Harry and Kelly Osbourne, among others. Wheels & Dollbaby was taken up by department stores across the globe, including Harvey Nichols and could be found on the rails of some of the world’s best boutiques from New York and Paris through to Spain and Turkey.

Melanie considers that survival in the fashion industry is a major achievement. She has certainly done that, maintaining her particular style through changes and fads in the fashion world, and outselling top labels and attracting the rich and famous. A particular highlight for Melanie was getting into British department stores. After 30 years Melanie decided to close her highly successful business to concentrate on other pursuits including spending time at her rural property outside Perth.